Unit Synopsis
Most countries now have economies in which service products represent over 50% of GDP, and are experiencing digital revolutions in the marketing of service products. In this unit, you will focus on the challenges of marketing service products and the corresponding managerial implications in the modern digital world. You will gain a solid understanding of service marketing theories to guide your practical applications in this exciting area of marketing. The focus of this unit is on the 7Ps of service marketing as applied to businesses in the digital era. The unit also specifically covers the integration of marketing, management, and customer relations in competitive digital environments and markets.
Details
| Level | Postgraduate |
|---|---|
| Unit Level | 9 |
| Credit Points | 6 |
| Student Contribution Band | SCA Band 4 |
| Fraction of Full-Time Student Load | 0.125 |
| Pre-requisites or Co-requisites |
Pre-requisite: MRKT20052 Marketing Management and Digital Communications. Important note: Students enrolled in a subsequent unit who failed their pre-requisite unit, should drop the subsequent unit before the census date or within 10 working days of Fail grade notification. Students who do not drop the unit in this timeframe cannot later drop the unit without academic and financial liability. See details in the Assessment Policy and Procedure (Higher Education Coursework). |
| Class Timetable | View Unit Timetable |
| Residential School | No Residential School |
Unit Availabilities from Term 1 - 2026
Term 1 - 2026 Profile
Attendance Requirements
All on-campus students are expected to attend scheduled classes - in some units, these classes are identified as a mandatory (pass/fail) component and attendance is compulsory. International students, on a student visa, must maintain a full time study load and meet both attendance and academic progress requirements in each study period (satisfactory attendance for International students is defined as maintaining at least an 80% attendance record).
Recommended Student Time Commitment
Each 6-credit Postgraduate unit at CQUniversity requires an overall time commitment of an average of 12.5 hours of study per week, making a total of 150 hours for the unit.
Assessment Tasks
| Assessment Task | Weighting |
|---|---|
| 1. Presentation | 20% |
| 2. Written Assessment | 40% |
| 3. Written Assessment | 40% |
This is a graded unit: your overall grade will be calculated from the marks or grades for each assessment task, based on the relative weightings shown in the table above. You must obtain an overall mark for the unit of at least 50%, or an overall grade of ‘pass’ in order to pass the unit. If any ‘pass/fail’ tasks are shown in the table above they must also be completed successfully (‘pass’ grade). You must also meet any minimum mark requirements specified for a particular assessment task, as detailed in the ‘assessment task’ section (note that in some instances, the minimum mark for a task may be greater than 50%).
Past Exams
All University policies are available on the Policy web site, however you may wish to directly view the following policies below.
This list is not an exhaustive list of all University policies. The full list of policies are available on the Policy web site .
Term 1 - 2025 : The overall satisfaction for students in the last offering of this course was 80.00% (`Agree` and `Strongly Agree` responses), based on a 14.29% response rate.
Feedback, Recommendations and Responses
Every unit is reviewed for enhancement each year. At the most recent review, the following staff and student feedback items were identified and recommendations were made.
Source: Student feedback
I appreciate teachers' dedication and passion. They put in a tremendous amount of effort to send weekly content emails and always respond quickly to questions, even outside of working hours.
Continue to value and support the dedication and passion of teachers. Maintain the current level of engagement and enthusiasm in lectures.
Weekly content emails were consistently provided throughout the term to ensure students remained informed and supported. In addition to regular communication, prompt responses to student queries were maintained, including support outside standard working hours. This commitment to high engagement and personalised support contributed to sustained positive student feedback.
Source: Unit evaluation
The feedback provided on assignments was helpful but sometimes lacked specific details on how to improve.
Enhance the feedback on assignments by providing specific, actionable suggestions for improvement. Include targeted comments that highlight both strengths and areas needing development, ensuring students clearly understand how to apply the feedback to improve future work.
Provide more detailed, constructive feedback on assessments. This included offering clear explanations of assessment criteria, identifying individual strengths, and providing specific suggestions for improvement. Additionally, students were encouraged to seek clarification through follow-up discussions in workshops or individual consultations to further support their learning
Source: Self reflection
It would be helpful to have more examples or practical applications to relate the theory to real-world scenarios.
Incorporate more real-life examples and case studies into lectures and workshops to help students better understand and apply theoretical concepts.
Additional real-world case studies, particularly industry examples of AI applications in services marketing, and relevant video materials were incorporated into weekly lectures and workshop activities. These resources were carefully selected to align with key theoretical concepts and to foster student discussion and critical thinking.
Source: Self-reflection
Additional relevant video resources on the Moodle site can further support student learning.
Additional relevant and up-to-date videos should be added to the Moodle site to support student learning, reinforce key concepts, and provide contemporary industry examples that enhance engagement and understanding.
In Progress
Source: Student feedback
Students appreciated the teaching team's communication, extra support, and overall approachability.
It is recommended that these practices be maintained, as they contribute to student engagement and retention. The unit coordinator demonstrated significant commitment to student support, including offering an increased number of one-on-one Zoom sessions and weekly contact with students to maintain motivation throughout the term.
In Progress
On successful completion of this unit, you will be able to:
- Critically analyse the nature of service industries and be able to differentiate between goods and services and their marketing in the digital world
- Identify and apply the major factors presented in the literature that improve the digital marketing of services
- Critically analyse the marketing situations of services using a number of the main analytical tools for the digital age
- Analyse and critically discuss the role of customer service and each of the 7Ps in order to improve service industry marketing in the digital world.
| Assessment Tasks | Learning Outcomes | |||
|---|---|---|---|---|
| 1 | 2 | 3 | 4 | |
| 1 - Presentation | • | • | ||
| 2 - Written Assessment | • | • | • | |
| 3 - Written Assessment | • | • | • | |
| Graduate Attributes | Learning Outcomes | |||
|---|---|---|---|---|
| 1 | 2 | 3 | 4 | |
| 1 - Knowledge | • | • | • | • |
| 2 - Communication | • | • | ||
| 3 - Cognitive, technical and creative skills | • | • | • | • |
| 4 - Research | • | • | • | • |
| Assessment Tasks | Graduate Attributes | ||||||||
|---|---|---|---|---|---|---|---|---|---|
| 1 | 2 | 3 | 4 | 5 | 6 | 7 | 8 | 8 | |